Sundre (Rural Roots Canada) – A rancher from Sundre, Alberta, has received a prestigious honour from the Canadian Cattle Foundation.

Brianna Elliot is a recipient of the 2025 Reg Schellenberg Next Generation Legacy award.

Elliot, who is a participant in the Canadian Cattle Young Leaders (CYL) program, was selected by her peers for being a positive, humble leader with the ability to bring people together to achieve a common goal and being an overall exceptional ambassador of the Canadian beef industry.

Elliot was presented with the award at the CCA semi-annual meeting in Quebec.

The award, in memory of former Canadian Cattle Association President Reg Schellenberg, was passed away suddenly in 2022.

“Reg had a deep belief in the power of mentorship and was dedicated to helping the next generation succeed — adding his leadership left a lasting mark on us all,” said Chair of the Foundation Bob Lowe.

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It means so much to our family that Reg’s passion for the next generation and the cattle industry is being recognized in this way. Thank you to the Canadian Cattle Foundation and the Canadian Cattle Young Leaders Program for helping keep his legacy alive,” said Shannon Schellenberg, Reg’s wife.

The award includes a travel bursary to attend the 2025 Saskatchewan Beef Industry Conference, along with a belt buckle donated by the Schellenberg family ranch, Perrin Ranching 1996 Ltd.

If you would like to contribute to the Reg Schellenberg Next Generation Legacy Award or if you are interested in partnering with the Canadian Cattle Foundation to invest in the next generation of the Canadian beef industry, please contact foundation@cattle.ca